About Us

"use the powers of sport to champion the legend in everyone"

The Sports Direct mission is simple, no matter the sport, ability or style, Sports Direct aims to help everyone feel like a champion. Offering a huge range of sporting goods, so whether you’re training for a marathon, joining a local football team or simply staying active, Sports Direct aims to support every sporting journey.

In 1982, founder Mike Ashley opened his first sporting and ski shop in Maidenhead, UK. By the 1990s, over 100 stores had opened across the UK under the Sports Soccer brand.

By 2008, the business rebranded to Sports Direct, becoming a major name on the UK high street. In 2019, the company evolved again into Frasers Group Plc, built around three key pillars: sport, premium and luxury.

In November 2025, Sports Direct launched in Australia as part of Frasers Group’s international growth strategy, bringing its extensive range of sportswear, footwear and equipment to a new market of passionate sports fans and active lifestyles, lead by the Australian Accent Group.

With a strong focus on global brands, accessible pricing and large-format retail experiences, Sports Direct continues to grow its presence across Australia, providing customers access to leading names in sport alongside the latest product launches and innovations.